1. Kashi Frozen Pizza Media Plan
Team 11
Angelique Brown-Wiggin
Blake Simon
Ellie Steen
Jonathan Schmidt
JONATHAN: INTRO

2. Market Situation “The Kashi Story” Well-known brand
Established in the health food market
New opportunity for growth
ANGELIQUE

3. Market Situation Kashi’s Problem: Aggressive sales goal
Needs to take market share from competitors
“Cardboard Effect”
ANGELIQUE

4. Market Situation Top 5 CDIs: Youngstown Atlanta Chicago Portland
CITY
% Population
% Category Sales
% Brand Sales
CDI
BDI
Atlanta
11.16
13.08
10.97
117
98.3
Boston
11.94
12.54
10.72
105 90
Chicago
17.36
19.3
16.4
111 94
Fort Myers
2.4
2.61
2.23
109 93
New York
37.64
34.45
39.47 92
San Francisco
12.35
9.78
13.07 79
106
Youngstown
1.39
1.84
1.32
132 95
Portland
5.76
6.4
5.82
101
Top 5 CDIs:
Youngstown
Atlanta
Chicago
Portland
Fort Myers
ANGELIQUE

5. Lifestyle & Demographics
Target Audience
Lifestyle & Demographics
Families:
2-3 Children: 123, 120
Ages 6-17 years: 120
Within Last 6 Months:
Frozen hot snacks: 156
Frozen pizza: 195
In the last 30 days:
Prepared dinner for children: 157
ELLIE

6. Target Audience Behaviors/Attitudes Media Usage
Working parents on-the-go
Suburban life
Concerned about children & family’s health
Don’t always have time to cook
Media Usage
Listen to the radio in the car and see billboards
Watch popular, prime-time TV together (The Voice)
Mom reads magazines at the end of the day
ELLIE

7. Creative Brief Positioning
To frozen pizza consumers, Kashi is the brand of healthy frozen pizza that delivers wholesome, naturally delicious ingredients.
BLAKE

8. Creative Brief Competitors’ Positioning Ostrow Score = 2.6
Marketing Factors = +.6
Copy Factors= =-.5
Media Factors= -.5
Reach vs. Frequency
BLAKE

9. Media Objectives Share of Voice Top Media Spenders: DiGiorno 63%
Lean Cuisine 25%
Healthy Choice 6%
ELLIE

10. Media Objectives Budget = $16,607,600.00 Measure Reach Media:
TV – popular TV shows
Publications - Mom’s favorite magazines
Radio – popular stations that reach target
Outdoor – billboards (specific placement)
PR – tailgating at games, grocery store sampling, Food Network segment
Internet – social media, website
PRESENTER: Jonathan

11. A: Martha Stewart Living/People
Media Flight Chart
Kashi Media Plan
Plan for YR 2015
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Jun-15
Jul-15
Aug-15
Sep-15
Oct-15
Nov-15
Dec-15 TV
Local & Spot Television
NBC X
PBS
Food Network
Publications
A: Martha Stewart Living/People
B: Gourmet, Working Mother
Radio
Station A
Outdoor
Billboard A
Billboard B
Other PR
Internet
PRESENTER: Jonathan